Agenda-setting intelligence, analysis and advice for the global fashion community.
Nike’s virtual studio is getting physical.
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Vans, Balenciaga and Benefit Cosmetics are among the brands tapping the multi-billion-dollar video gaming industry with strategies aimed at generating buzz and fostering community.
The sneaker giant is launching its first big collection of digital goods under its own name after signing up more than 330,000 members to its new web3 platform, .Swoosh.
The sneaker giant’s first NFT sale this week offered a bright spot for web3 hopes and illustrated that they can still offer a way to build and connect with a community — if brands do it right.
Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.
Getting recommended by ChatGPT, Claude, Gemini and other AI chatbots is fast emerging as a competitive advantage for fashion brands. As AI reshapes discovery, which brands are being favoured by AI and why?
A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.
Synthetic consumer research, where AI is used to simulate shoppers, is emerging as a cutting-edge way for brands and retailers to better understand their customers and test everything from products to marketing campaigns before they launch.
The more conversational commerce becomes, the more important generative engine optimisation will be, writes Andrea Felsted.
Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.
Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.
The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
